Domestic spending may be tightening, but tourists still have plenty of money to spend, and now tourism enterprises have a new way to reach them.

New Zealand’s lucrative tourism industry is set to benefit from the launch of a new radio station for tourists – the first of its kind in New Zealand.

Tourism Radio is essentially a unique radio station featuring New Zealand music, entertaining radio shows with a distinctive local flavour and area information relevant to the region a tourist is travelling through.

The Tourism Radio hardware is discretely fitted onto the windscreen of rental cars and uses its unique IntelliPoint system to draw the driver’s attention to prominent landmarks and highlights as the vehicle approaches them.

In addition to being useful for the tourists, advertisers are finding it an equally effective way to target the lucrative tourism market more specifically than has ever been possible, directing them to local attractions as they approach them.